The new logo has several different variations—how did this idea come about?
We believed that in order for the logo to be successful, it should work hard to capture the experience of visiting and inhabiting the workshop. We explored many ways of doing this and arrived at an idea where the logo had various iterations, whilst remaining recognisable from distance as a W, for Weber Industries.
The wordmark formed one of the bars of the W. From version to version, the logo as a form is reassuringly familiar; suitably identifiable but undeniably playful with its use of the space it inhabits or presides in. On repeat visits to the studio, the orderly abundance of samples and materials on hand for the design team, all stacked and tidied away, neatly coupled with the experimentation which surrounds you, firmed up our belief that the decisions around the logo were appropriate.